June 7, 2012

Blue Cross Graphic Designer Brings Home Silver at National ADDY® Awards

2012 award is the third national ADDY for Angel Award program creator

Genevieve Procell, senior graphic designer in Corporate Communications at Blue Cross and Blue Shield of Louisiana, received a Silver ADDY® Award at the 2012 American Advertising Federation (AAF) national convention, ADmerica!, held in Austin, Texas, June 2-5. Procell’s award-winning entry, one of 55,000 submitted nationwide, was a printed program showcasing Blue Cross’ 2011 Angel Award.

The honor was a fourth national win for Blue Cross and a third win for Procell, who also took home Silver ADDYs for the 2010 Angel Award program and the 2006 Blue Cross annual report.  In 1999, Blue Cross won a National Silver ADDY for its “Stop Child Abuse” television public service announcement.

The AAF is the oldest national advertising trade association, representing 40,000 industry professionals across the nation, and the ADDY Awards are advertising’s largest and most comprehensive competition. Entries are submitted beginning at the local level, which in Baton Rouge includes more than 200 professionals in the fields of advertising, sales promotion, public relations, marketing, production and event planning. Entrants proceed to one of 14 regional contests, and those winners in turn advance to the national finals.

Procell earned her bachelor’s degree in fine art in graphic design from Louisiana State University. She has been a graphic designer in the Corporate Communications Department at Blue Cross for nearly 12 years and has won numerous local, regional, national and international awards. The 2006 Blue Cross annual report she designed was one of only 12 annual reports from around the world showcased by the “bible” of the graphic design industry, HOW magazine,in its 2008 international design annual.

The 2006 report also earned a Silver ADDY Award from the Advertising Federation of Greater Baton Rouge, a Bronze Award in the Neenah Paperworks Text + Cover Competition and a Platinum Award in the Hermes Creative Awards competition.

The 2009 Angel Award program book Procell designed received an Outstanding Achievement Award in the healthcare category of HOW magazine’s 2010 In-HOWse Design Awards. Her winning design also was selected independently for publication in Print magazine’s 2010 Regional Design Annual, the most comprehensive survey of graphic design in the United States.

About Blue Cross and Blue Shield of Louisiana
Founded in New Orleans in 1934, Blue Cross and Blue Shield of Louisiana is the oldest and largest Louisiana-based health insurance company. Blue Cross is a private, fully taxed mutual company, owned by policyholders—not shareholders—and governed by a local Board of Directors. It is an independent licensee of the Blue Cross and Blue Shield Association.

The company and its subsidiaries provide group and individual health insurance plans, life and disability insurance, group voluntary products and administrative services to more than one out of every four Louisiana residents. With headquarters in Baton Rouge and eight district offices, Blue Cross and Blue Shield of Louisiana employs more than 1,900 Louisianians who are committed to improving the lives of its customers by providing them with health guidance and affordable access to quality care.

Learn more on the company's website at www.bcbsla.com or on Facebook at www.facebook.com/bluecrossla. Follow Blue Cross on Twitter at www.twitter.com/BCBSLA and CEO Mike Reitz at www.twitter.com/MikeReitzCEO